Chapter 10 – Marketing Research Marketing 6th
Chapter 10
Marketing Research
Tools for Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
Answers to End of Chapter Learning Aids
Chapter Case Study
Additional Teaching Tips
Connect Activities
Brief Chapter Outline
The Marketing Research Process
Secondary Data
Primary Data Collection Techniques
The Ethics of Using Customer Information
End of Chapter Learning Aids
Chapter Case Study: Swim, Lift, Play—But Also Donate: Using Market Research to Redefine the YMCA
Learning Objectives
LO 10-1 Identify the five steps in the marketing research process.
The first step is to define objectives and research needs, which sounds so simple that managers often
gloss over it. But this step is crucial to the success of any research project because, quite basically, the
research must answer those questions that are important for making decisions. In the second step,
designing the research project, researchers identify the type of data that are needed, whether primary or
LO 10-2 Describe the various secondary data sources.
LO 10-3 Describe the various primary data collection techniques.
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Chapter 10 – Marketing Research Marketing 6th
LO 10-4 Summarize the differences between secondary data and primary data.
Compared with primary research, secondary research is quicker, easier, and generally less expensive.
However, if you are using secondary data using big data, then the investment in programs supporting
secondary data can be expensive. However, because secondary research is collected for reasons other
LO 10-5 Examine the circumstances in which collecting information on consumers is ethical.
Marketing researchers should gain permission to collect information on consumers, and it should be for
Extended Chapter Outline with Teaching Tips
I The Marketing Research Process
A Marketing Research Process Step 1: Defining the Objectives and Research Needs
B Marketing Research Process Step 2: Designing the Research
C Marketing Research Process Step 3: Collecting the Data
D Marketing Research Process Step 4: Analyzing the Data and Developing Insights
A. Marketing Research Process Step 5: Developing and Implementing an Action Plan
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the steps in the marketing research process?
2. What is the difference between data and information?
II Secondary Data
B. Inexpensive External Secondary Data
C. Syndicated External Secondary Data
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Chapter 10 – Marketing Research Marketing 6th
D. Internal Secondary Data
1. Big Data
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What is the difference between internal and external secondary research?
II. Primary Data Collection Techniques
A. Observation
B. Social Media
C. In-Depth Interviews
D. Focus Group Interviews
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the types of qualitative research?
E. Survey Research
F. Panel- and Scanner-Based Research
G. Experimental Research
H. Advantages and Disadvantages of Primary and Secondary Research
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the types of quantitative research?
2. What are the advantages and disadvantages of primary and secondary research?
III The Ethics of Using Customer Information
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
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Chapter 10 – Marketing Research Marketing 6th
1. Under what circumstances is it ethical to use consumer information in marketing research?
2. What challenges do technological advances pose for the ethics of marketing research?
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